Omo: The Least Active Kids In History

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Advertiser: UnileverBrand: OmoAgency: FP7/DXBCountry: Middle East & North Africa

Objectives

The state of the detergent marketplace in the Middle East

Well, this isn't a Tide ad. But, it is an extremely relevant one. For anyone familiar with the world of detergents, it's a category where every brand typically talks about how "my molecule is bigger than your molecule."

Now OMO, a washing powder brand from Unilever, took on a distinct anti-category view through its global philosophy of "Dirt is Good". Based on the insight that a child's development will always be a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands